AIM 2010 Agenda
| 10:00 AM – 2:00 PM |
Founding AIM Sponsor Realty DataTrust Product Showcase Founding Sponsor, Realty DataTrust – makers of VaultWare – will be conducting live product demos of VaultWare (online availability & reservation system), PadZing.com (on-demand apartment market data and trends updated weekly) and Mobile Websites (easy-to-implement, affordable mobile solution with VaultWare built-in.) Drop in at your convenience – near registration in the Grand Foyer South. All are welcome! Come visit with Mike Cornell, COO, Tricia Ward, Executive Vice President, Sales, Kevan Humphrey, Director of Marketing and Sherrie Hubler, National Account Executive. |
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| 12:00 – 1:45 |
Invitation-only Lunch for Sponsors Demonstration of Neuromarketing
Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
Marketing analysts will use neuromarketing to better measure a consumer’s preference, as the verbal response given to the question, “Do you like this product?” may not always be the true answer due to cognitive bias. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response.
Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. Marketing analysts will use neuromarketing to better measure a consumer’s preference, as the verbal response given to the question, “Do you like this product?” may not always be the true answer due to cognitive bias. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response. Live demonstration and presentation by Dr. A.K. Pradeep, CEO, Neurofocus and author of the forthcoming book “The Buying Brain.” |
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| 2:00 – 3:15 |
Multifamily Internet Strategies Two veteran leaders in multifamily marketing will share their perspectives on how to make sense of the many marketing channels and tools available. Steve Taraborelli, Vice President of Marketing at UDR will present “UDR’s Internet & Mobile Forecast Trends for 2010 & Beyond” and attempt to answer questions such as: Will digital asset optimization be important this year? Is this the year for Mobile? Will Google enter the multi-family space? Kevin Thompson will challenge attendees to create their own strategic framework and present “”Custer, Coke, and Conan: Lessons in how to (and not) build a strategy.” Presenters: Steve Taraborelli, Vice President, UDR Inc., and Kevin Thompson, Vice President of Marketing, AvalonBay Communities Grand Ballroom |
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| 3:30 – 4:15 | Revenue Attribution: A Case Study
Recently a prominent apartment firm hired analytical experts to track and reconcile their online advertising from click to each lease. That’s right. From the ad to the resident lease. This case study will reveal the how, what and why of moving beyond lead tracking to tying advertising directly to the revenue generated. Consumer product companies and retailers have long used sophisticated tools to track the revenue associated with advertising. This case study is a novel look at doing so in apartments. Presenter: Ted Stites, Vice President of Consulting, Numeric Analytics |
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| 4:30 – 5:45 |
Where Do Leads Come From? How to Credit Multi-Source Lead Attribution As budgets get tighter, the struggle gets fiercer between apartment operator, their lead tracking and their ad vendors. But is the struggle warranted? Is each lead a zero-sum exercise? Or are there more sophisticated ways that big advertisers look at the value of their advertising placements? We will try to answer “Where do leads come from?” for companies that advertise in more than one place. AIM 2009’s highest rated speaker is returning to help answer the question. Presenter: Gary Angel, President, Semphonic Grand Ballroom |
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| 6:00 – 7:30 |
Welcome Reception On the patio, overlooking the Pacific Ocean (weather permitting) Sponsored by Apartment Guide |
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| 7:30 – 8:30 |
Networking Breakfast Salon A, B, C |
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| 8:45 – 9:45 |
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| 10:00 – 11:00 |
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| 11:15 – 12:15 |
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| 12:15 – 1:45 |
Networking Lunch Salon A, B and C |
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| 2:00 – 3:15 |
Marketing for Third-Party Managers This session will provide case studies on justifying a marketing or analytics program to owner clients, creating a plan across different owner groups and doing as much as possible with limited resources. Presenters will also discuss if and how much marketing and revenue management can be differentiators to clients. Jennifer Staciokas, Vice President – Marketing & Training, Lincoln Property Company Donna Rayford, ARM, Director of Training & Marketing, Cirrus Asset Management Gail Duke, Senior Vice President, Sares Regis Multifamily Management |
Neuromarketing Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging to learn why consumers make the decisions they do, and what part of the brain is telling them to do it. Imagine testing the design and amenities of a new development with a focus group that yields “true” subconscious reactions to the finish and the price point. Or evaluating your resident marketing materials to find out what is attractive and what turns people off. We’ll have a live demonstration of this new technology and how it can be applied to marketing research. Dr. Michael Smith, Partner, NeuroFocus Consulting |
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| 3:30 – 4:30 |
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Social Media Profiling: Has The Business of Social Arrived? Fans and critics of social media have been looking for the substance behind the promise of social for several years. Vivek Sodera co-founded a company that collected and mined 385 million social profiles from the web, and can share insights and case studies about how social media create new, deep understandings of customers and customer relationships in ways that are actionable by businesses. Service providers and owner/managers will benefit from learning at this session. Vivek Sodera, Co-Founder, RapLeaf |
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| 4:45 – 5:30 |
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Marketing Data Insights Selected expert data analysts have been asked to deep-dive into their systems and pull out data about renters, renter behavior and owner opportunities that are more than the usual soundbites that get passed around at conferences. Each speaker has been asked to mine their own data and present unusal things they have only shared internally or with their best customers. Ben Zimmer, President, Property Solutions Mark Stange-Tregear, Corporate Analyst, My New Place |
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| 6:00 – 7:00 |
Networking Reception Sponsored by Capture the Market |
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| 7:30 – 8:30 |
Networking Breakfast Salon A, B, C |
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| 8:45 – 9:45 |
Creating a Data-Driven Marketing Plan for a Hyper-Competitive Environment We’ve gone from no data to companies drowning in data. We’ve asked a data expert, and two business experts to discuss how they convert data into information a manager can use in reacting to and improving their marketing and sales channels Julie Smith, President, Bozzuto Management Doug Tulmaris, Vice President of Marketing, Champion Windows Deanna Kawasaki, Vice President, Advanced Decision Analytics & Metrics, CallSource |
The Magic of Copywriting In the heyday of advertising, copywriters were royalty because they drove customers in the door. Now marketing is splintered and effective writing methods may vary by channel. Brooke Temple will present best practices for PPC ads, landing pages, classified listings, corporate sites, participating in review/UGC sites like Yelp and for SEO-maximization. He’ll try to help differentiate driving conversion vs. creating impressions vs. brand-building and share some examples of copy that works. Brooke Temple, Director of Business Development, The Search Agency |
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| 10:00 – 11:00 |
Marketing Initiatives That Didn’t Work Veterans speak out on their best intentions that failed to deliver. Presenters have been asked to provide simple examples of campaigns, projects and initiatives that didn’t go as expected and why. We hope that this session will involve lots of audience participation and sharing. Please bring your funniest or most informative anecdote to share. Kari Warren, Director of Marketing, AvalonBay Jules Epstein, President, Primary Design Lisa Trosien, President, ApartmentExpert.com |
Student Housing Marketing Insights and Best Practices Today’s student is tomorrow’s renter. Yet few of us understand how differently students expect to be reached online, and how they want to transact. We’ll have experts who are immersed in student housing to present details about how they communicate, why Gen Y chooses to reach out and make a connection, and what turns them off completely and tells them that a community isn’t their kind of place. Paras Bhakta, Managing Principal, STUHO Casey Van Zandt, Vice President Leasing & Marketing, Campus Advantage |
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| 11:15 – 12:15 |
Cutting Through the Clutter: Making an Effective, Simple Marketing Plan After two days of hearing about a multitude of options for improving your marketing, these experienced marketers will help put it all in perspective with specific ideas to help create a simple, sustainable marketing action plan. In an hour, they will help you prioritize, validate and identify tools that will work for your specific organization and help you meet your traffic and revenue targets. Donald Davidoff, Group Vice President, Strategic Systems, Archstone Jane Griffith, Director of Marketing, Pinnacle |
Integrating the “Science” of Revenue Management with the “Art” of Marketing In large part, revenue management in multifamily has been driven by the vendors. We’ve asked two presenters with backgrounds outside apartments to talk about why other industries see the incremental profit in treating revenue management and marketing as pieces of the same income-generating exercise. Presenters will be asked to provide specific examples and cases of how to plan for blending the digital precision of revenue management with the intuitive art of reaching prospects with the right message at the right time.
Ruben Sigala, Vice President – Revenue Management/Business Strategy, Western Division, Harrah’s Entertainment |
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Conference Ends |
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